Philip Morris Limited presents Marlboro Ice Blast 10 packs

Marlboro Ice Blast 10s (rrp £4.21) will be available within the independent channel from late November, before a full roll out across all channels in January 2014. It hopes that the 10 pack will improve affordability and “increase trial of the UK’s first high cooling cigarette.

According to PMI the capsule segment is now worth £139.7m, up 561% from £21.1m in 2012.

The 10s segment currently accounts for 22% of the market, PMI’s UK and Ireland marketing director Zoe Smith said.